BLOG 25 New research from 77 Diamonds highlights a decisive shift in how UK women choose jewellery, with personal style, self-expression and fair price points far outweighing celebrity trends or influencer endorsements. 77 Diamonds has surveyed 1,110 UK women and found that jewellery purchases are driven almost entirely by individual taste rather than external influence. An overwhelming 91 percent of respondents say celebrities and public figures are “not influential at all” when it comes to their jewellery preferences, while just 3 percent admit that they have a “slight influence” on their purchasing decisions. Instead, women are prioritising jewellery that feels personal, unique and well-made. When asked what most influences their jewellery choices, personal style (24 percent) ranked highest, followed closely by price and value for money (22 percent). Quality of craftsmanship (15 percent) and everyday wearability (15 percent) were also key considerations, reinforcing a preference for jewellery that fits seamlessly into daily life while offering a reasonable balance between lasting quality and fair pricing. The survey also revealed that a desire to own unique pieces vastly outweighs any decision to follow fashion trends. A striking 97 percent of respondents say it is more important for their jewellery to be unique to them, compared with just 3 percent who prioritise being “on trend”. This highlights a growing desire for selfexpression over fast-moving fashion cycles, perhaps because people now believe that jewellery is something that should live with you for a long time, not just a season. In fact, the wider idea of sustainability appears to be an increasingly important factor. Two-thirds of women (66%) say ethical sourcing and sustainability are important considerations when choosing jewellery, signalling rising awareness around responsible production and long-term value. When it comes to finding inspiration, consumers are turning directly to jewellers themselves, not celebs or online influencers. High street and boutique stores (39 percent) and online jewellery retailers (32 percent) are the primary sources of discovery, far surpassing social media (9 percent) or fashion media (4 percent). Is a striking and perhaps surprising discovery, celebrities and influencers registered no influence at all as a source of inspiration. This consumer data underlines a broader shift in the jewellery market towards thoughtful, values-led purchasing, where craftsmanship, sustainability and self-expression take centre stage over fast-moving trends and celebrity endorsements. Co-founder of 77 Diamonds, Tobias Kormind, commented: “In a social media-driven world, it’s often assumed that celebrities and influencers wield great power to shape our purchasing decisions. However, our latest research suggests not. Consumers are no longer looking to be led by trends or endorsements; instead, they are actively seeking out jewellery that reflects their own identity and personal values. While social platforms and online retail once amplified top-down influence, we may now be seeing a reversal, where consumer preferences are shaping the industry rather than the other way around. Celebrity culture will always play some role in shaping our wider tastes, often subconsciously, but it is no longer the deciding factor. What ultimately matters is authenticity. Customers want jewellery that feels personal. They are looking for beautifully crafted pieces that offer genuine value and are responsibly sourced. Trends may come and go, but personal style and self-expression endure.” Is the age of influencers over? Why celebrity endorsement doesn’t sell anymore in the jewellery world FINDING INSPIRATION
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